PRESENTATION

PRESENTED BY:-

NAVEEN BANSAL
JIMIT PATHAK
RICHA SHARMA
GOURAV SHARMA
PUNJAB JUPINDER TEJI

LAUNCH
THE BHASKAR GROUP

 One of the leading corporate house in India.

 Founded: 1958
 With a turnover of over Rs.1700 Crores
 Headquarter: Bhopal, Madhya Pradesh (M.P)
 Chairman: R C Agrawal
 Bhaskar Group Diversification:
Newspaper, Electronic Media, Entertainment
(Bhaskar T.V), Textiles, Oils, Printing, FMCG
Retailing & Internet Services.
 THE PRODUCT: Dainik Bhaskar
 According to National Readership Survey (NRS) Dainik
Bhaskar is the largest read newspaper group in India with
2.65 crores readers.
 The circulation of Bhaskar Group Publications covers a
total of 12 Indian states.
 Having 153 offices all over India.
 MILESTONE: Dainik Bhaskar
 1983 - Launch of Dainik Bhaskar Indore.
 1996 - Launch Dainik Bhaskar in Jaipur..
 2000 - Dainik Bhaskar Chandigarh and
Haryana.
 2004 - Divya Bhaskar New York and
Toronto edition launched.
 2006 - Launch in Punjab.
 2010 - D B Corp Ltd. launched 50th
Edition by launching Bhatinda Edition
on 12th Sep. 2010
 They are planning to launch their edition
in J & K.
 DAINIK BHASKAR: PUNJAB LAUNCH

 Launch: October 08,2006

 Selling record no. of 1,86,000 copies on first day

 Launch of Amritsar and Jalandhar editions

CORE OBJECTIVE: PUN JAB LAUNCH

 Generate volume
for the company

 Achieve the vision

of market leadership
from the day one
THE BATTLEFIELD: PUNJAB Launch
 Hindi readers is more than regional (punjabi) newpaper
reader in Punjab.
 Following Encirclement Strategy
 It is the part of its overall expansion strategy

segmentation.
 COVERED 2 REGIONS:
 The Majha
 The Doaba
 MARKET RESEARCH

Two objectives:
 Surveying the intended
target market STRATEGY
 Brand building exercise
 Prize Contest
 Team of 250 boys & girls
dressed in smart DAINIK  Hand over of a letter written
BHASKAR outfit by its chairman , along with a
 Data of five lakh houses telephone directory
taken from PUNJAB STATE
ELECTRICTY BOARD
MARKETING STRATEGY OF
Dainik Bhaskar IN PUNJAB
(1) New and Innovative marketing strategy i.e
CAMPAIGN (7 phases).
(2) Expansion Strategy
(3) Following Marketing concept
(4) Advertising through double decker bus
(5) Direct Marketing strategy i.e ONE-TO-ONE
CONNECTION WITH THE CUSTOMERS, ADVANCE
BOOKING.
One-To-One Connection with the
Customer:
 To find out the Punjab based Hindi
readers.
 This survey was used for aggressive
advance booking of the newspaper.
 To make paper more people friendly
few questions were asked regarding
what people would like to read in
the news-paper.
 The direct marketing team went
around the place with a “Pre Paid
Coupons booklet”.
 STRATEGY AGAINST COMPETITOR

 Market Penetration

PUNJAB KESARI DAINIK JAGRAN DAINIK

BHASKAR
Rs. 2/copy for 4 Rs. 2/copy
days 28 paise /copy

Rs. 3/copy for

remaining 3 days
CAMPAIGN: “PUNJAB KO CHAHIYE JAWAB”

 Seven phases of billboard

advertising.
 In high density areas.
 IMC Supplemented by various
media such as television, cable
network, mobile vans , mailers,
brochures.
 Phase: 1

 46 saal me sirf Ek Milkha Singh

 Kya kehte hain aap ! ( what do you say)
 Punjab ko chahiye jawab ( Punjab wants the answer)
Phase: 2

Featured the name Dainik Bhaskar along with

issue, tag line and a base line.
Raise the issues related to Punjab.
First time people associated the campaign to
Dainik Bhaskar
 Phase: 3

Focus was shifted to national issues along with

tagline and base line.
 Phase: 4

Focus now was on social issues like bribery,

reservation, education etc.
This time base line was “Sahi Faisla Kijiye”
 Phase: 5

Fifth phase campaign ran only in Amritsar.

Stressed on the fact that Dainik Bhaskar’s Amritsar edition is the
first Hindi newspaper in the city.
The bold statement on billboard read “Ab Amritsar Ko Milege Apna
Pehla Akhbar” with “ Punjab ko chahiye jawab” as tagline and “Sahi
faisla kijiye” as base line.
 Phase: 6

“Main book kar raha hoon kyunki mujhe chaiye sirf

sachai.
Billboards now portrayed people from all segments
giving reasons why they were booking Dainik
Bhaskar.
 Phase: 7

 Highlighting the content.

“Sachai ko bhatakne nahein dengi khabre”
 Date of launch was also mentioned now.
OUTCOME: THE VICTORY
Hit The stand on October 08, 2006. Selling a
record number of 1,86,000 copies on the first day.

Despite of strong competition from Punjab Kesari

and Dainik Jagran, it becomes the No. 1 news-
paper

Around 3 Months- 2,10,000 copies sold per day.

Has a sales more than the combined sales of

Punjab Kesari and Dainik Jagran.
CONCLUSION
 Perfect case of the product purely matching the
expectations created by its campaign.
 Tremendous Marketing strategies used for the success
of the news-paper.
 Dedicated Efforts helped Dainik Bhaskar to become
the king of the news-paper market.
 Research combined with product development.
SUGGESTIONS
 A special column regarding business dictionary on the
business news page should be introduced so as to
expand itself in the field of business.